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Case Study: Drinking Wine and Making Money
(The Full Monty)
Tricia Meyer, MeyerTech, LLC, @SunshineTricia
Eric Nagel, FMTC, @EricNagel
Todd Farmer, PerformStreet Media, @toddfarmer
Affiliate Summit West 2015
Agenda
• Introductions
• Getting Started: Ideas, Research, Business Plan
• Building the Site: Technical, Choosing Merchants
• SEO
• Video
• Social
• Ongoing Work
• Show Us the Money!
• Challenges and How We Overcame Them
• Resource Guide for YOU
How We Got Started &
Why
Choosing the Niche
Getting Started & Goals
Research: The
Competition
Research: The
Merchants
Building the Site
Multiple Site Strategy
Money Pages: The Focus
Choosing Merchants
SEO: Traffic Ups &
Downs
SEO: Backlinks
Video
Video
Social Media
Ongoing Work
Our Money: Profit
Challenge: Cellars Wine
Club
Challenge: Lost Revenue
Challenge:
CAWineClub.com
Redesign
Challenge: Google Panda
Hit
If We Did It Today...
Resource Guide
WineClubGroup.com/ASW15
Contact Information
• Tricia Meyer
Twitter: @SunshineTricia
SunshineRewards.com
• Eric Nagel
Twitter: @EricNagel
• Todd Farmer
Twitter: @ToddFarmer
PerformStreet.com
Questions for Our Panel?

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Case Study: Drinking Wine and Making Money (The Full Monty)

Editor's Notes

  1. We like wine OPM Contacts / encouragement ASW’14 MM Presentation (ASW Picture)
  2. 10 weeks - Most of the work done last 2 weeks Logo creation - Font - End result: it doesn’t matter. WP Theme - U-Design - I hate plugins - Eric is a control freak Database - What it is - How - Tying it into WP
  3. Social: 5 sessions / day in December, 2014 Pairing Girl Scout Cookies & Wine – went viral 17,250 Sessions on January 16, 2014 124,191 sessions over 65 days (1,910 / day) Resulted in 0 sales, some backlinks, and a radio interview SEO: Peaked at 259 sessions on Sept 3, 2014 Then Panda hit, and we fixed it. Highest organic day in December, 2014 (381 sessions)
  4. We “buy” backlinks. There, I said it. Kickstarter Sending shipments to others in exchange for a review (and backlink) Buying expired domains Informing website owners of broken links, and asking if they’d add us Don't specify keyword text or even the sentence. Just ask to be added “$5 for your trouble” It's OK to get a nofollow link
  5. We estimate spending 8 hours / month from Jan - Oct on content and SEO, while 20 hours / month in Nov & Dec. That's 8*10 + 2*20 = 120 hours / year. 2012 – $10,223 / 9,446 2013 – $20,347 / 19,982 2014 – $25,140 / 24,195 ($700 expense in 2014 for Affiliate Karaoke) Revenue - Adding new merchants to diversify Our P&L Google Doc - Manually updated, weekly - Income & Expenses - Reimbursements - Distributions, Payments, What's Owed What this shows: - our expenses are really low - this is supplemental income, not primary - the site earns us about $200 / hr, based on 2014 figures and time spent
  6. Started right around Thanksgiving (day of?) Noticed $0 sales Tied to a coupon being used, but not posted on our site Affiliate clicks showed the coupon. All users were using it, no affiliates getting paid Nobody working because of the holiday Merchant wasn't willing to work with us Turned into a pissing war Merchant kicked us out of their program Now what? - Don't promote them But brand-specific targeted traffic? - Skimlinks, Viglink, Prosperent
  7. Averaging 30 / day in Sept, Oct, Nov State pages (50 of them) full of duplicate content “Creative” affiliate links (ex: Click Here to Read the Full Review & Visit Cellars Wine Club) High bounce rate - this is debatable Solution? - Swap domain name (did it help? Who knows. Didn't hurt) - Set all 50 pages to noindex - Remove all 50 pages from the Google index (manually) - 300 words of unique content per page - Limit number of external links on each state page - Remove creative affiliate links - duplicate content served by invisible, noindexed iframe Result? 3 weeks recovered all dropped traffic 225 / day in December 2014
  8. WordPress Theme - Todd - ReHub Domain – something brandable, not keyword heavy - TLD doesn't matter. BeerClub.reviews is ranking Social Strategy - Tricia?